NCA Talent & Culture Social Media Strategy Standing out ... · Randstad’s Standing Out: Insights...

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NCA Talent & Culture Social Media Strategy Standing out Campaign

ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture

| 19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture

Talent & Culture Social Media Strategy

Table of Contents 1. Talent & Culture Social Media Strategy

• Executive Summary

• Objectives

• Methodology

• Social Media Strategy Launch Steps

• Social Media Toolkit

2. Content Calendars

• Themes

• Monthly Campaigns

3. Randstad’s Standing Out: Insights From Celebrated Employer Brands

4. “Standing Out” Talent & Culture Social Media Campaign

5. Sample Posts From “Standing Out” Campaign

6. Engagement Levels

• Overall Results

• “Standing Out” Engagement Statistics

• Awards & Recognition


1 Talent & Culture Social Media Strategy


Talent & Culture Social Media Strategy Executive Summary

We recognized the need to develop a Talent & Culture Social Media Strategy to

increase our applicant flow through new recruitment channels, and target passive

and active jobseekers at their source.

Through an organic, grassroots approach, we selected a Talent & Culture Social

Media Ambassador at every Fairmont & Swissotel property in our North & Central

America Region. We saw this as an opportunity to leverage a competitive

advantage, as through our competitor research, no other company was doing this

on a regional scale.

As a result of our Talent & Culture Social Media Strategy, after only six months,

100% of our hotels had an increase in their followers, over half saw their overall

engagement levels increase, and one of our monthly campaigns generated more

than 200,000 impressions



Objectives

are we trying

what

accomplish?

to

are we going to DO IT?

how when should we

START?

where should we be active?

EMPLOYER BRANDING

RECRUITMENT

HAVE A COMPETITIVE

ADVANTAGE

T&C AMBASSADOR TO MANAGE

THE PROPERTY PAGES ON

LINKEDIN

PARTNER WITH MARKETING TO

SHARE CONTENT TO INSTAGRAM,

TWITTER & FACEBOOK

NOW! UTILIZING RESOURCES FROM THE

SOCIAL MEDIA TOOLKIT

why are we embarking ON THIS JOURNEY?

EXPAND RECRUITMENT

CHANNELS

INCREASE APPLICANT FLOW

BE PROACTIVE & TARGET

APPLICANTS AT THEIR SOURCE

who IS OUR TARGET

AUDIENCE?

ACTIVE & PASSIVE JOBSEEKERS



Methodology

APRIL 2016

SOCIAL MEDIA

IDENTIFIED AS

KEY TOPIC

THROUGH

TALENT &

CULTURE

DIRECTOR

SURVEY

MAY 2016

REGIONAL

SOCIAL MEDIA

TALENT

TASKFORCE

CREATED

OCTOBER

2016

TALENT &

CULTURE

SOCIAL MEDIA

STRATEGY

LAUNCH

MAY 2016 –

SEPTEMBER

2016

COMPETITOR

ANALYSIS

DISCUSSION &

REVIEW OF

SOCIAL MEDIA

PLATFORMS

STRATEGY

CREATION

DEVELOPMENT

OF SOCIAL

MEDIA TOOLKIT

NOVEMBER

2016 -

PRESENT

TALENT &

CULTURE

SOCIAL MEDIA

STRATEGY

LIVE IN ALL

FAIRMONT/

SWISSOTEL

PROPERITES

IN NORTH &

CENTRAL

AMERICA

REGION


Talent & Culture Social Media Strategy Launch Steps

• ASSIGN T&C SOCIAL MEDIA AMBASSADOR FOR EACH PROPERTY

• Identify a representative from the Talent & Culture Department who is

passionate about, and savvy with, social media

• OWN THE LINKEDIN PROPERTY PAGE

• Every property has a LinkedIn Property page, managed by the T&C Social

Media Ambassador

• T&C Ambassador to participate in Monthly Regional Calls to share best

practices, discuss trends, and plan for the month ahead


Talent & Culture Social Media Strategy Launch Steps

• MAXIMIZE YOUR OWN PERSONAL LINKEDIN PROFILE PAGE

• Market ourselves by showcasing who we are and why we love what we do

• Educate Hiring Managers & Team on maximizing their online presence

• SHARE JOBS

• T&C Ambassadors and Hiring Managers share jobs via the Fairmont Hotels &

Resorts Global LinkedIn Careers page to reach a greater audience



Launch Steps

• DEVELOP MONTHLY CONTENT CALENDAR

• T&C Ambassadors to create a content calendar on a monthly basis, post

content, and participate in regional campaigns

• PARTNER WITH MARKETING TO DRIVE CONTENT TO FACEBOOK,

TWITTER & INSTAGRAM

• Develop a plan to ensure content is relevant on the hotel guest-facing pages

• HAVE FUN AND SHOWCASE WHY WE ARE A GREAT PLACE TO WORK!



Social Media Toolkit SUPPORTING RESOURCES: • Launching your LinkedIn Social Media Strategy

• LinkedIn Guide for Property Pages/How to Maximize Your LinkedIn Property Page

• How To Maximize Your LinkedIn Profile Page

• Content Themes for Property LinkedIn Pages

• How to Build Content and Sample Content Calendar – LinkedIn

• How to Share Jobs on Your LinkedIn Profile Page


2 Content Calendars

|

To help maintain clear and consistent messaging, the content posted should relate directly to pre-defined themes as per the T&C Social Media Talent Strategy. The content themes we developed were: • Connect • Grow • Live • Recruitment

Content themes and Monthly Campaigns are incorporated into the Content Calendar developed by T&C Ambassadors each month

19/09/2017 ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture


Content Themes



Content Themes: Sample Ideas



Content Calendar: Sample

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EACH MONTH, EVERY PROPERTY POSTS ABOUT THE SAME TOPIC – OUR

MONTHLY CAMPAIGN.

• Ambassadors suggest ideas for a Campaign during the call

• A poll is created based on ideas generated and put to a vote

• The idea with the highest votes becomes the Monthly Campaign for the next month


Monthly Campaigns

ACCORHOTELS | Social Media Strategy: Standing Out | Talent & Culture

2016/2017

Monthly Campaigns

December Solidarity Week

January New Year, New You

February #lovemyjob

March International Women’s Day

April #GetOutside

May New Beginnings

June Standing Out


3 Randstad’s Standing Out: Insights From Celebrated Employer Brands



What is Randstad?

RANDSTAD: PLAYING A PIVOTAL ROLE IN THE WORLD OF WORK Randstad is a leading global staffing and recruitment company that offers a wide range of solutions in the HR services space. WORKFORCE INSIGHTS Randstad provides insights into market trends and employment issues. It invests in regular global HR research initiatives while also fostering thought, business and social leadership. BUILDING A STAND OUT BRAND Randstad Employer Brand Research provides localized insights into worker drivers, motivators, and preferences in 26 countries, diving into what people find attractive in an employer and zooming in on companies, sectors and 10 key attributes including work-life balance and training.

HTTPS://WWW.RANDSTAD.COM/ABOUT-RANDSTAD/

https://www.randstad.com/about-randstad/






Randstad Standing Out Article

STANDING OUT FROM THE REST

• Standing Out: Insights from Celebrated

Employer Brands • Six case studies that include interviews

with HR executives with consistent high scores in the Randstad Employer Brand Survey

• Fairmont Hotels & Resorts was

featured as one of the case studies for 2017



Randstad Standing Out Article

To read the full article, visit: https://www.randstad.com/workforce-

insights/workforce360/archives/case-study-employer-branding-at-fairmont-hotels-resorts_213/

https://www.randstad.com/workforce-insights/workforce360/archives/case-study-employer-branding-at-fairmont-hotels-resorts_213/



















“Our philosophy is actually

quite simple. If we take really

good care of our colleagues,

they will take really good care

of our guests…”

“Working with Fairmont is

like being part of a family,

it’s like coming home”


Quotes from Carolyn Clark, SENIOR VICE PRESIDENT, TALENT & CULTURE, NORTH & CENTRAL AMERICA


4 “Standing Out” Social Media Campaign

|

AS PART OF THE JUNE CONTENT CALENDAR • Randstad Article Featuring Carolyn Clark shared on the Global LinkedIn

Page for Fairmont Hotels & Resorts

• All Fairmont properties in North America posted content as to why their Hotel/Resort Stands Out!

19/09/2017 ACCORHOTELS | Social Media Ambassador Call | Talent & Culture

22


“Standing Out” Social Media Campaign


5 Sample Posts from “Standing Out” Campaign

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FAIRMONT WATERFRONT

VANCOUVER, BRITISH COLUMBIA



“Standing Out” Posts

FAIRMONT EMPRESS

VICTORIA, BRITISH COLUMBIA

|

FAIRMONT JASPER PARK LODGE

JASPER, ALBERTA




|

FAIRMONT LE CHATEAU FRONTENAC

QUEBEC CITY, QUEBEC


FAIRMONT LE CHATEAU MONTEBELLO

MONTEBELLO, QUEBEC



|

CLAREMONT CLUB & SPA, A FAIRMONT HOTEL

BERKELEY, CALIFORNIA


FAIRMONT SONOMA MISSION INN & SPA

SONOMA, CALIFORNIA



|

SWISSOTEL CHICAGO

CHICAGO, ILLINOIS


FAIRMONT SCOTTSDALE PRINCESS

SCOTTSDALE, ARIZONA



|

FAIRMONT PITTSBURGH

PITTSBURGH, PENNSYLVANIA




|

FAIRMONT HERITAGE PLACE, GHIRARDELLI SQUARE

SAN FRANCISCO, CALIFORNIA


FAIRMONT GRAND DEL MAR

SAN DIEGO, CALIFORNIA



|

FAIRMONT ROYAL PAVILION

BARBADOS


FAIRMONT SOUTHAMPTON

BERMUDA




6 Engagement Levels

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ORGANIC IMPRESSIONS measures how many times your updates were seen by LinkedIn members in a

specific date range.

PAGE VIEWS measures how many times your property’s page was viewed in a specific date range.

CLICKS measures how many times LinkedIn members clicked on your content in a specific date range.

LIKES measures how many times LinkedIn members “liked” your content in a specific date range.

COMMENTS measures how many times LinkedIn members commented on your content in a specific

date range.

SHARES measures how many times LinkedIn members shared your content in a specific date range.

ENGAGEMENT % is the number of interactions divided by impressions

FOLLOWER TRENDS measures how your number of followers has changed over a specific date range.



Engagement Metrics Defined



Results

Metric % of Hotels Increased

Organic impressions 86%

Page views 62%

Clicks 79%

Likes 79%

Comments 71%

Shares 67%

Engagement 55%

Followers 100%

June 2017

|

“Impressions”

generated by

campaign posts



“Standing Out” Engagement Statistics

230,000+

of hotels that

participated in the

campaign

increased their

engagement

“Likes” generated by

campaign posts

74% 3,300+


Talent & Culture Social Media Strategy Awards & Recognition

Fairmont Hotels & Resorts has historically appeared on various national and

international “Best Employers” Lists. We pride ourselves on our culture of

ensuring our colleagues have the best employee experience, so they in turn can

give the best experience to our guests. We strive to showcase this culture through

our Talent & Culture Social Media Strategy.

Here are two recent awards we received this year:

NCA Talent & Culture Social Media Strategy Standing out ... · Randstad’s Standing Out: Insights...

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